The big commercials on yesterday's Super Bowl seemed a bit smaller than those in years past. Perhaps the problem is that we tend to use as our benchmark the waste-money-at-all-costs commercials of the dot.com days when you didn't have to say anything, just have a chimp clanging a symbol or punch somebody in the nuts to get a laugh.
So while the spots seemed a bit smaller in scale, many seemed to nail a new model: humor that reinforces a big brand message without getting in the way of it.
Some exemplars included Snickers ("Betty White"), Bud Light ("Lost", "T-Pain"), Coke ("Simpsons") and, as usual, Monster ("Fiddlin' Beaver").
Super Bowl ads need to draw a laugh in a room full of noisy, well-lubricated fans. Talking animals, guy-humor, and, yes, people getting punched in the nuts, are all part of the formula. But using this huge stage to land a big message must be part of the formula as well, particularly in an increasingly results oriented climate.
Two other consistent themes yesterday: seemingly guys have been neutered beyond belief and several brands that start with the letter "D" (dudes?) are here to help men be men again (Dodge, Dove, Dockers); Danica Patrick must move on and leave GoDaddy in her dust – she's better than them. I think.
And, finally, one observation: As more and more marketing budgets get redirected to digital and search marketing, it was ironic to see Google running a Super Bowl spot.
Two other consistent themes yesterday: seemingly guys have been neutered beyond belief and several brands that start with the letter "D" (dudes?) are here to help men be men again (Dodge, Dove, Dockers); Danica Patrick must move on and leave GoDaddy in her dust – she's better than them. I think.
And, finally, one observation: As more and more marketing budgets get redirected to digital and search marketing, it was ironic to see Google running a Super Bowl spot.